The Maintenance And Enhancement Of KweichowMoutai Brand

Brand is necessary for the survival of an enterprise in the competitive time. It can be said that the brand is a strategic weapons which can help an enterprise beat over another enterprise. A good brand has the ability to help an enterprise get the chance in the fierce competition. If there are no outstanding brand maintenance and enhancement measures, the brand may lose value. Therefore, the maintenance and enhancement has a very important position in the brand management. kweichowMoutai as a large state-owned liquor enterprise, has the brand value which has been at the forefront of domestic enterprises. But it does not mean that kweichowMoutai does not need the maintenance and enhancement of brand. On the contrary, kweichowMoutai as outstanding representatives of the national brand, representing the image of the nation, has the greater need to maintain and enhance the brand in order to achieve the purpose of the forest stand in the world-famous brand.kweichowMoutai wants to become a world-famous brand. There is a series of supporting factors. For example, there is significant product differentiation between kweichowMoutai and other enterprise. The existence of these factors has brought a lot of convenience for the maintenance and enhancement of Moutai brand. However, the maintenance and enhancement of Moutai brand also has some problems. For example, the brand’s strategic position is unclear. If these problems are not timely resolved, they will surely threat Moutai existing brand value. They also will reduce the ability of controlling the market. I consider the above problem, based on indirect knowledge and direct knowledge, put forward to a series of measures to make some contribution to the study of the problems.